Jeff Bezosput it bluntly: “If you wait for 90% of the information, you’re probably being slow.” In fact, if you’ve asked your data analysis teams to run A/B tests the way they’ve most likely been taught to, they’re waiting for 95%. It’s no wonder that A/B testing, once meant to enable better decisions, has turned analytics teams into perceived gatekeepers disconnected from strategic decision-making. Other research documents similar costly real-world mistakes across domains, from website design and ad optimization to retention programs and targeted email marketing. These episodes are holding back companies from making the better data-driven decisions.